Eyes & Ears eNews 09-2017

Under the motto "BEaBrand", the 8th season of' Austria's Next Topmodel' will start on ATV on November 2, 2017. For this purpose, the agency for promotion and design mehappy produced a comprehensive promotion campaign which can be seen on-air, off-air, online and on social media channels.

mehappy had the challenging task of promoting the new season of 'Austria's Next Topmodel' not only to attract a lot of attention, but also to convey that the format is now on another channel - the first seven seasons were all shown on Puls4, the current season 8 is broadcast on ATV. The concept for the campaign was complicated by the fact that the jury was completely reassigned and the new testimonials of the show had to be announced.

mehappy launched a teaser campaign with emotional slogans such as "Do your thing and let people talk". The focus is on the ATV "Neon-A" - an A formed from red neon tubes. It lights up in the centre of a dark room and indicates the silhouettes of the individual jury members. The "Neon-A" is the core element throughout the entire campaign. The teasers end with #BEaBrand. A successful idea as it turns out: If you are looking for #BEaBrand on the web, you end up on the Topmodel website - and many media have adopted this title, so that besides user-generated content you will find the coverage of the new season of 'Austria's Next Topmodel'.

In the next step, the individual jury members were introduced in various spots: model, dancer, actress and singer Eveline Hall, international model Daniel Bamdad and fashion designer Marina Hoermanseder. In the spots, the jury members explain in an authentic way and in a reduced setting what it means to be a model - not just an emotionless mannequin, but rather a brand!

Lastly, the opener shooting was on the agenda: 14 candidates had to be introduced in just under 50 seconds. The individual candidates are placed in a bright or dark room equipped with LED walls. On the LED walls, graphic elements adapted to the individual candidates' characteristics are integrated. The focus of the two rooms is again on the "A" - in the dark room it is the already established "Neon-A", in the bright room there is a white "A", which was custom-made from laminated wood.

Tim Conrad, head of mehappy Vienna, commented on the campaign: "It's great to see what a great result we have achieved. Not least because of the great cooperation between agency, client and external shooting team. We have been working together for many years and we are absolutely well-practised. Each and every one of them contributed with great passion to creating something even better. When circumstances changed, we saw this as an opportunity rather than a problem. In that case, you know you're on the right team!"

Creative team:

Martin Härtlein, Creative Director/Head of ATV Creation

Gabriel Moinat, Art Director ATV Creation

Christoph Tilley, DOP MXR production

Tim Conrad, Director mehappy vienna

Further information on http://atv.at/austrias-next-topmodel-staffel-8/

Extensive and clear - New design for the ARD morning magazine

From 16 October 2017, the 'ARD-Morgenmagazin' will broadcast from a new studio at the WDR in Cologne. In addition to the new studio design, ARD's breakfast television will also be given a new logo.

Michael Freiwald, head of the On-Air-Design department at WDR, commented on the new studio design: "New large-format LED panels offer not only an extended panoramic view of the Cologne morning, but also the possibility of displaying all image motifs supporting the presenters or the half-hourly handover to the 'Tagesschau' by means of freely adjustable glass panels as an additional image layer." The new extensive studio design is accompanied by a fundamental overhaul of the format logo. The abbreviation "Moma", which has been established since 2012, is used as an independent brand logo for the 'ARD-Morgenmagazin' in an extensive and clear design.

The entire on-air design including logo and LED imaging was developed internally at the WDR. The WDR was supported by the scene designers Frank Cremers as well as Thomas and Casper Armster.

"No boredom" - rbb with new image campaign

Under the slogan "No boredom", rbb - Rundfunk Berlin-Brandenburg recently launched a comprehensive image campaign. In addition to strengthening the station brand, the image campaign is also intended to communicate the completely revised range of programmes offered by rbb.

The new formats and the new broadcasting schedule on rbb television are accompanied by fresh sounds, pictures, colours and last but not least with casual slogans like for example:

"Lookin' is like looking away just sicker."

"Television without sex and violence. That's what you get."

"You can see better with the third, but why wait so long?"

The new campaign elements can be seen on posters, postcards, trailers, idents, advertisements and social media. Patricia Schlesinger, Director of rbb: "Self ironic and with new trailers and poster motifs, the campaign stands for the rbb as we want it: courageous and strong in character, relaxed and self-confident. We are the broadcaster for the capital region, and we want to emphasize this in the programme and also in our external appearance." Parallel to the image campaign, rbb is starting the renewal of its entire corporate image, which is scheduled for completion in 2018. The new self-perception is already visible in the new corporate colour: a strong red that consistently runs through the logo and TV design.

"Our new claim 'No boredom' points the way: I want the rbb to be more courageous, edgy, eye-catching and relevant. The revamp of the television programme is a major step in this direction, but the reforms at rbb continue. I am pleased about the great willingness to change among my colleagues", said Schlesinger.

Exhibition tip: 'A LOVE-NEED-HATE RELATIONSHIP. The Germans and their Cars'

Until 21 January 2018, the exhibition 'A LOVE-NEED-HATE RELATIONSHIP. The Germans and their Cars' can be seen at the Haus der Geschichte in Bonn.

Nothing moves Germans more than their cars: Cars are the main means of transport in Germany. At the same time, cars kindle emotions, symbolize freedom and dynamism, status, lifestyle and power. Cult automobiles such as the Volkswagen Beetle or the East German Trabant are ‘motorized’ memories of German history.

Buyers express their personalities through their choice of marque, model and features, not to mention their desires, circumstances, and often also the scope of their budget. Advertising and marketing strategists invest millions in giving their products an emotional spin. Not everyone wants to accord such importance to their car, but even for those people there’s an ad slogan.

“Germany’s favourite child” remains an important factor for the economy: Hundreds of thousands of jobs depend directly or indirectly on the auto industry. At the same time, environmental strain, gridlocks and downtown traffic jams increasingly dampen the “joy of driving”. Car sharing, self-driving vehicles and electric engines point to drastic changes in the automotive world: Is the end of the joy of driving now in sight?

The exhibition at the Haus der Geschichte highlights the fascinations with cars – with selected vehicles, media, posters, photos and documents. It shows the social and cultural significance of the car in Germany against the background of economic and political realities.